Table 6. Conclusion, theoretical and...

Table 6.

Conclusion, theoretical and managerial implications

Conclusion	Theoretical contributions and practical implications
Integration and flexibility are the most significant drivers to customer engagement in omnichannel fashion retail.	The study brings insights about creating customer experience on fashion omnichannel retail. The results contribute to existing literature by found only integration and flexibility of customer experience are most important drivers to customer engagement. Fashion brands can draw important insights for their strategies. Firstly, prioritizing seamless integration of various channels and touchpoints will enhance the overall customer experience by providing a cohesive and consistent brand journey. Secondly, offering flexibility in terms of delivery options, payment methods and return/exchange policies will contribute to customer satisfaction and loyalty.
Flexible return policies for fashion omnichannel retailers were found to have moderating effect on the relationship between customer engagement and citizenship behaviour.	The result highlights the importance of offering lenient return policies that empower customers to engage actively and exhibit positive behaviours such as advocating for the brand, promoting positive WOM and contributing to the overall success of the fashion retailer. By implementing flexible return policies, fashion retailers can leverage customer engagement to foster customer citizenship behaviour, ultimately driving brand loyalty and growth.

Conclusion	Theoretical contributions and practical implications
Integration and flexibility are the most significant drivers to customer engagement in omnichannel fashion retail.	The study brings insights about creating customer experience on fashion omnichannel retail.The results contribute to existing literature by found only integration and flexibility of customer experience are most important drivers to customer engagement.Fashion brands can draw important insights for their strategies. Firstly, prioritizing seamless integration of various channels and touchpoints will enhance the overall customer experience by providing a cohesive and consistent brand journey. Secondly, offering flexibility in terms of delivery options, payment methods and return/exchange policies will contribute to customer satisfaction and loyalty.
Flexible return policies for fashion omnichannel retailers were found to have moderating effect on the relationship between customer engagement and citizenship behaviour.	The result highlights the importance of offering lenient return policies that empower customers to engage actively and exhibit positive behaviours such as advocating for the brand, promoting positive WOM and contributing to the overall success of the fashion retailer. By implementing flexible return policies, fashion retailers can leverage customer engagement to foster customer citizenship behaviour, ultimately driving brand loyalty and growth.

Conclusion

Theoretical contributions and practical implications

Integration and flexibility are the most significant drivers to customer engagement in omnichannel fashion retail.

The study brings insights about creating customer experience on fashion omnichannel retail.The results contribute to existing literature by found only integration and flexibility of customer experience are most important drivers to customer engagement.Fashion brands can draw important insights for their strategies. Firstly, prioritizing seamless integration of various channels and touchpoints will enhance the overall customer experience by providing a cohesive and consistent brand journey. Secondly, offering flexibility in terms of delivery options, payment methods and return/exchange policies will contribute to customer satisfaction and loyalty.

Flexible return policies for fashion omnichannel retailers were found to have moderating effect on the relationship between customer engagement and citizenship behaviour.

The result highlights the importance of offering lenient return policies that empower customers to engage actively and exhibit positive behaviours such as advocating for the brand, promoting positive WOM and contributing to the overall success of the fashion retailer. By implementing flexible return policies, fashion retailers can leverage customer engagement to foster customer citizenship behaviour, ultimately driving brand loyalty and growth.

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